This is what I presented at the Internet Show Asia held at Marina Bay Sands in Singapore on April 25, 2013.

1. Increasing Revenues
through Online Videos
The Internet Show Asia
April 25, 2013
DINDO G. MARZAN
ABS-CBN Corporation

2. •Ads
•Freemium
•eCRM
3 Revenue Opportunities

3. •Ads
•Freemium
•eCRM
3 Revenue Opportunities

4. • Create fantastic videos
• Sell ad placements easily
Get into video advertising!

5. Get into video advertising!

6. There’s
no such thing
as a free lunch!

7. Freemium describes a business model
where you give a core product away
for free and sell premium products.
FREE + PREMIUM = FREEMIUM
Evernote DropboxSpotify

8. What is PREMIUM anyway?
PREMIUM is a content that users consider compelling
enough by their own standards, such that even when
interrupted, engagement remains intact.
Production Quality
Loyal Audience
Rich Data

9. http://iwantv.com.ph
TV ON DEMAND
MOVIE ON DEMAND
LINEAR TV
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1*0+!2)'#,,)(('-0'+!2)0',0$-)$-'-0'!-('
(34(,*!4)*('5.)*)+)*'-.)6'#*)7'
5.)$)+)*'-.)6'$))2'!-7'#$2'.05)+)*'
-.)6'5#$-'-0'*),)!+)'!-8'
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%.)'+!2)0',0$-)$-'!('#',099),:0$'0;'
<=>?@=A'05$)2'#$2'9!,)$()2',0$-)$-'
#$2'(0/)'>B6@#49)',.#$$)9(8'

10. • As of Feb-2013, iWanTV has 1.7M total registered users, of which 84% are free availers.
• Unique subs with usage is at 622K (36% of 1.7M) vs. as of Dec-2012’s 383K (29% of 1.3M)
-- a 62% increase in just 2 months!
• Be Careful with My Heart, the most watched TV content, accounts for 35% of the total TV minutes.
• 240K (17%) of the subs acquired from Jan 2012-Feb 2013 registered because of a specific content.
66K out of the 240K is due to Be Careful with My Heart.
• VOD ad revenues increased by more than 7000%, of which 15% can be attributed to pre-rolls on
iWanTV online videos.
Be Careful With My Heart
January 25, 2013
173,984Views
Be Careful With My Heart
April 22, 2013
61,237 Comments

11. POWERFUL CONTENT
drives registration and access
to iWanTV as characterized
by the following:
• Increasing registration and subs with activity
• Contribution of top content in viewing minutes
• Most subs catch up the same day an episode was aired
• Subs register due to a specific content
• Subs watched in marathon

12. FREE AVAILERS!
REGISTERED USERS!
SUBSCRIBERS!
Converting Leads to Subscribers through eCRM
Experience becomes better and more premium videos
are made available as user moves deeper in the conversion funnel.

13. Converting Leads to Subscribers through eCRM

14. Converting Leads to Subscribers through eCRM

15. Converting Leads to Subscribers through eCRM

16. Ultimately, we have to
keep in mind that...
• If CONTENT is KING,
then ENGAGEMENT is QUEEN!
• SellingVIDEO AD PLACEMENTS
is a QUICK WIN, especially if majority
of the customer base are free availers.
• PREMIUMVIDEO could convert
free availers to subscribers, but
PROGRESSIVE CUSTOMER PROFILING
should lead the way.

17. Thank you!
DINDO G. MARZAN
ABS-CBN Corporation
dindo_marzan@abs-cbn.com
@dindomarzan